科创平台服务供应链定价策略:平台‘烧钱’还是引流联盟?
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作者单位:

1.上海财经大学商学院;2.新疆财经大学工商管理学院;3.上海财经大学浙江学院;4.上海对外经贸大学工商管理学院;5.华东理工大学商学院

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中图分类号:

F272;C934

基金项目:

国家社会科学基金重大项目;国家社会科学基金重点项目


Pricing strategy for the service supply chain of S&T innovation platforms: platform "burning money" or piggybacking alliance?
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Affiliation:

1.College of Business, Shanghai University of Finance &2.Economics;3.School of Business Administration, Xinjiang University of Finance and Economics;4.Shanghai University of Finance &5.Economics Zhejiang College;6.School of Management, Shanghai University of International Business and Economics;7.School of Business, East China University of Science and Technology

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    摘要:

    创新驱动发展时代背景下,如何借助平台供应链盘活社会资源为创新提供资源共享的配套服务,以市场化运作实现科创资源的有效利用,对于科创平台和经济社会的意义重大。科创平台上科创资源提供者的配套服务水平高低不但影响其创新产出而且也影响加入平台的用户数量。本文结合中国科创的现实情境,考虑科研用户对平台上资源提供者配套服务质量存在偏好的情景,运用博弈决策思想研究科创平台的定价决策,进而在普通定价策略基础上重点拓展研究平台补贴和引流联盟两种策略,基于平台双边用户的供给和需求特点的现实情境揭示不同类型的科创平台利润最大化策略。研究发现,三种策略下单位运营成本在一定范围内平台向资源提供者支付佣金,且佣金随用户质量偏好系数的增加而增加,最优补贴金额、引流数量也随之增加;比较三种策略,平台服务收费在平台补贴策略下最低,在引流联盟策略下最高,这两种策略均能在一定条件下为平台带来更高收益;不同类型的科创平台在市场中高质量资源提供者占比不同的情形下,应选择不同定价策略才有利于平台利润最大化。此外,考虑创新风险性特点后,需要更高的质量偏好系数才能实现科创平台利润的大幅度增长。

    Abstract:

    Against the backdrop of the innovation-driven development era, how to use the platform supply chain to revitalize social resources to provide supporting services for resource sharing for innovation, and realize the effective use of scientific and technological innovation resources through market-oriented operation is of great significance to the S&T innovation platform or social economy. The level of supporting services provided by science and technology resource providers on the S&T innovation platform not only affects their innovation output, but also affects the number of users who join the platform. Combining the actual situation of China’s science and technology innovation, this paper considers the scenario that scientific research users have a preference for the quality of the supporting services of resource providers on the platform. We use the game decision-making idea to study the pricing decision of the S&T innovation platform, and then focus on expanding the research platform on the basis of ordinary pricing strategies, based on the realistic situation of the supply and demand characteristics of users on both sides of the platform, the profit maximization strategies of different types of S&T innovation platforms are revealed. The study found that under the three strategies, the platform pays commission to resource providers within a certain range of unit operating costs, and the commission increases with the increase of user quality preference coefficient, and the optimal subsidy amount and drainage quantity also increase. Comparing the three strategies, the service fee of the platform is the lowest under SS and the highest under AS, both of which can bring higher returns to the platform under certain conditions; Different types of S&T innovation platforms should choose different pricing strategies to maximize platform profits when the proportion of high-quality resource providers in the market is different. In addition, after considering the risk characteristics of innovation, a higher quality preference coefficient is required to achieve a substantial increase in the profits of the S&T innovation platform.

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  • 收稿日期:2022-04-19
  • 最后修改日期:2023-04-17
  • 录用日期:2023-05-03
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